According to a report, recently, reporters learned from Ledon Outdoor Group that the brand Saint Fleur’s “Shanzailishige” exhibition hall will be showcased at the 2012 Asia Outdoor Show.
Unlike traditional outdoor adventure sports, which are highly specialized and potentially dangerous, “broad outdoor” activities refer to any sport or outdoor pursuit that takes you outside the home. This type of activity has a massive consumer base — in the U.S., one in every three people is a “broad outdoor” enthusiast. The concept of “broad outdoor” also holds vast market potential in China, and the spirit of the Saint Fleur brand fully embodies this philosophy.
To better convey its brand culture, Saint Fleur has also invited Wang Yongfeng, captain of the national mountaineering team, the first Chinese person to summit the highest peaks on all seven continents, and who has trekked to both the North and South Poles, as its brand ambassador.
“As the brand ambassador for Saint Fleur, Wang Yongfeng can best communicate the brand’s message and resonate deeply with outdoor consumers through his spirit as a ‘son of the mountains who bravely climbs to great heights.’ By integrating this spirit with the brand’s values, we can better express the idea of ‘broad outdoor,’” said a Saint Fleur representative.
Chen Ruidian, Chairman of Ledon Outdoor Group, stated that “Shanzailishige” is not only an interpretation of the meaning of mountaineering but also carries a richer spiritual connotation: the courage to climb, those who look farther, and standing watch for you from afar, among other layered meanings.
In the broader outdoor industry, which is symbolized by mountaineering, the goal is to find common spiritual aspirations with modern people, and then, using the spirit and philosophy of professional mountaineers as a banner, to rally the target audience with modern needs to “go out” and “head outdoors.” The call is to set off together with Saint Fleur on a grand “departure.” A Saint Fleur representative expressed hope that this large-scale “departure” movement would help establish and accumulate a brand status and recognition for Saint Fleur that matches the scale and momentum of the event within the industry and distribution channels.
Additionally, starting July 26, visitors to the Saint Fleur exhibition area can read the digital magazine “Departure,” which covers topics including the brand, retail terminals, the world’s seven great mountains, and stories about Wang Yongfeng. At the same time, through the “Wang Yongfeng Time Corridor” set up in the exhibition hall, you can experience the spirit of continually conquering new heights — the very brand spirit that Saint Fleur advocates.
Notably, the new product exhibition hall will showcase a curated collection of Saint Fleur designers’ interpretations of the latest winter outdoor fashion trends for 2012. To reflect the concept of a fashionable urban outdoor brand, the overall product design of Saint Fleur incorporates advanced technical fabrics currently available on the market, such as Toray, Thinsulate, and “SYMPATEX,” closely integrating fashion elements with functional outdoor products.
According to information provided, “Thinsulate” is an ultra-fine fiber produced by the U.S. company 3M, characterized by being lightweight, warm, moisture-proof, and breathable. Its warmth is 1.5 times that of down and twice that of other highly fluffy insulating materials. The unique microfibers of Thinsulate insulation cotton are ten times smaller than those of ordinary chemical fiber cotton, which allows them to trap air more effectively — a key factor in insulation. Moreover, having more fibers in the same space reflects more body radiation, further enhancing thermal insulation. Meanwhile, “SYMPATEX” represents functionality in footwear and apparel worldwide. No matter what you’re doing, it provides protection and comfort in all weather conditions. Most SYMPATEX products are absolutely waterproof, windproof, and breathable.
According to a Saint Fleur representative, Saint Fleur has always been at the forefront of leisure-fashion outdoor wear. By using more functional fabrics, the brand aims to truly integrate leisure-fashion outdoor living into everyday functionality, allowing every outdoor enthusiast to experience the comfort brought by functional outdoor living.
Synchronized to youmezz's Weibo.